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The Good, the Bad, and the Best: Practices for a Post “Wild West” Email Marketing World

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Adopting email marketing best practices isn’t about ticking boxes. It’s about execution. Join Chad White, ExactTarget’s Principal of Marketing Research and the author of “Email Marketing Rules: How to Wear a White Hat, Shoot Straight, and Win Hearts,” as he discusses a variety of best practices and shares real-world examples of brands with good, bad and the best executions. Hear real-world examples of brands with good, bad, and the best executions. You’ll see all types of digital content including signup forms, welcome emails, mobile-friendly emails, preheaders, unsubscribe pages, and more.

Published in: Technology, Business
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The Good, the Bad, and the Best: Practices for a Post “Wild West” Email Marketing World

  1. 1. The GOOD the BAD and the BEST Practices for a Post-Wild West Email Marketing World
  2. 2. Elyse Dupré is a reporter at Direct Marketing News and covers ever- evolving trends in the marketing world. She joined Direct Marketing News in August 2012 after graduating from Boston University with a B.S. in journalism and a B.A. in psychology. Moderator: Elyse Dupré @chadswhite #ET13
  3. 3. • Principal of Marketing Research at ExactTarget • Author of the book Email Marketing Rules • Email Insider Columnist • Blogger for 7+ years (2,500+ posts) Speaker: Chad White @chadswhite #ET13
  4. 4. What are best practices? @chadswhite #ET13
  5. 5. @chadswhite #ET13
  6. 6. @chadswhite #ET13
  7. 7. @chadswhite #ET13
  8. 8. @chadswhite #ET13
  9. 9. @chadswhite #ET13
  10. 10. “Best practices are those practices that generally produce the best results or minimize risk.” @chadswhite #ET13
  11. 11. “Following best practices doesn’t make you mediocre, unimaginative or a conformist.” @chadswhite #ET13
  12. 12. Adopting best practices isn’t about ticking boxes. It’s about execution. @chadswhite #ET13
  13. 13. @chadswhite #ET13
  14. 14. Let’s look at the GOOD, the BAD, and the BEST of 8 email marketing practices… @chadswhite #ET13
  15. 15. 1. Signup Process @chadswhite #ET13
  16. 16. @chadswhite #ET13
  17. 17. @chadswhite #ET13
  18. 18. @chadswhite #ET13
  19. 19. @chadswhite #ET13
  20. 20. @chadswhite #ET13
  21. 21. @chadswhite #ET13
  22. 22. 2. Signup Confirmation Pages @chadswhite #ET13
  23. 23. Sign up confirmation pages… • Confirm opt-in was successful • Set expectations • Collect more subscriber data • Secure additional opt-ins • Engage with offers or content @chadswhite #ET13
  24. 24. @chadswhite #ET13
  25. 25. @chadswhite #ET13
  26. 26. @chadswhite #ET13
  27. 27. @chadswhite #ET13
  28. 28. 3. Welcome Emails @chadswhite #ET13
  29. 29. @chadswhite #ET13
  30. 30. @chadswhite #ET13
  31. 31. @chadswhite #ET13
  32. 32. @chadswhite #ET13
  33. 33. @chadswhite #ET13
  34. 34. @chadswhite #ET13
  35. 35. @chadswhite #ET13
  36. 36. @chadswhite #ET13
  37. 37. @chadswhite #ET13
  38. 38. @chadswhite #ET13
  39. 39. 4. Preheader Text @chadswhite #ET13
  40. 40. @chadswhite #ET13
  41. 41. Under Armour, 5/21/13 — Built To Tackle The Sun & Sand It's Always Sunny Somewhere — Shop Now | View Online. Urban Outfitters, 5/20/13 — Are you ready to get the party started? Shop Summer Party Essentials @chadswhite #ET13
  42. 42. Victoria’s Secret, 4/16/13 — This one's for you, Angels... You have asked to receive emails from Victoria's Secret. If you have received this email in error, please unsubscribe here. Monterey Bay Aquarium, 5/21/13 — Bid Now for the Oceans: Last Chance! Having trouble reading this message? View it online. Ann Taylor, 5/20/13 — FINAL HOURS! EXTRA 50% Off Sale Final Hours: Take An Extra 50% Off All Sale Styles! @chadswhite #ET13
  43. 43. West Elm, 2/18/13 — Today only: free shipping (plus a Presidents Day surprise) Use promo code FREE4PRES at checkout, some exclusions apply Threadless, 4/24/13 — Aerosoiled and 9 more new goofy designs by MADE artist Aaron Jay! Plus, hang out while we interview Aaron Jay at 11:30AM CST. @chadswhite #ET13
  44. 44. 5. Defensive Design @chadswhite #ET13
  45. 45. @chadswhite #ET13
  46. 46. @chadswhite #ET13
  47. 47. @chadswhite #ET13
  48. 48. < Images on @chadswhite #ET13
  49. 49. < Images on Images off> @chadswhite #ET13
  50. 50. < Images on @chadswhite #ET13
  51. 51. < Images on Images off> @chadswhite #ET13
  52. 52. @chadswhite #ET13
  53. 53. < Images on @chadswhite #ET13
  54. 54. < Images off @chadswhite #ET13
  55. 55. 6. Mobile-Friendly @chadswhite #ET13
  56. 56. @chadswhite #ET13
  57. 57. @chadswhite #ET13
  58. 58. @chadswhite #ET13
  59. 59. < Wide screen Narrow screen > @chadswhite #ET13
  60. 60. 7. Personalization @chadswhite #ET13
  61. 61. @chadswhite #ET13
  62. 62. @chadswhite #ET13
  63. 63. Lenovo, welcome email — Chad, thank you for signing up. Enjoy your exclusive Lenovo offer. Michael’s, progressive profiling email — Chad, isn't it time we got to know each other? Olive Garden, birthday email — Chad, go celebrate your birthday with a free app or dessert! ThinkGeek, 5/17/13 — Chad, I am your father @chadswhite #ET13
  64. 64. Subway, 9/4/13 — Chad, it's time to celebrate! Any regular FOOTLONG(TM) is a $5 FOOTLONG(TM) all SUBtember(R) long. (At participating restaurants. Pricing details inside.) Volkswagen, 2/22/13 — Chad, don't miss out on a limited- time offer on the 2013 Passat Chili’s, 7/21/13 — 2 Coupons for Chad Chadwicks, 2/18/12 — , enjoy $4.99 shipping today! @chadswhite #ET13
  65. 65. @chadswhite #ET13
  66. 66. @chadswhite #ET13
  67. 67. @chadswhite #ET13
  68. 68. 8. Unsubscribe Process @chadswhite #ET13
  69. 69. @chadswhite #ET13
  70. 70. @chadswhite #ET13
  71. 71. @chadswhite #ET13
  72. 72. @chadswhite #ET13
  73. 73. @chadswhite #ET13
  74. 74. Email marketing’s impressive power obscures an unfortunate truth… @chadswhite #ET13
  75. 75. “Poor practices are blunting email marketing’s effectiveness and keeping its ROI from being truly awesome.” @chadswhite #ET13
  76. 76. Thank You! Please complete the survey for this session. @chadswhite #ET13
  77. 77. Email Swipe File pinterest.com/exacttarget/email-swipe-file Plus, reports that showcase the best pins
  78. 78. Download it for FREE during Connections courtesy of ExactTarget: extg.co/emailmarketingrules @chadswhite #ET13

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